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Clear Channel Cites Spanish-Language Gains

Clear Channel Cites Spanish-Language Gains

Clear Channel said its recent format introduction, La Preciosa, powered Spanish-language ratings for the company, and helped generate large gains in fall Arbitron ratings.
In Dallas, KEGL(FM) grabbed 20% of the overall Hispanic audience, Clear Channel said, defeating long-time leaders KLNO(FM) and KESS(FM). Another La Preciosa affiliate, KSJO(FM) in San Jose, improved its share by 116% from the previous fall.
Other company station gains saw Orlando’s Tropical-formatted WRUM(FM) take a 20.1 share among Hispanic adults, Houston’s Mega-formatted KLOL(FM) achieve a 35% 12+ share increase, and a 78% overall increase in listeners for KXEW(AM) in Tuscon.
Clear Channel launched its Spanish-language programming initiative in late 2004.